And these are the social media trends in mid-2023
Emplifi, the leading customer engagement platform, has released its latest report.Unleashing the Power of Video: Key Trends Driving Social Media Engagement«, a detailed x-ray of the behavior and the Social Media Trends in the second quarter of 2023, including the battle TikTok vs Instagram.
You can watch the 90 second video or read the individual insights and conclusions below.
Which social media trends will prevail in 2023?
Content that works best on Instagram
The report highlights the success of Instagram Reels compared to other content, not just on Instagram but across the social media landscape.
- Reels outperform other content formats on Instagram.
- Reels get 55% more interactions than individual image posts and 29% more than regular video posts.
- Reels and carousels are the top-performing content for brands on Instagram. On Reels, there are an average of 75 interactions per post, compared to 74 on Carousels.
- Ironically, when looking at Instagram ads, only 11% are reel placements.
Although engagement on Instagram has declined, the platform still has the highest ratings for brands compared to Facebook and Twitter.
Content that works best on Facebook
While Instagram reels are growing in popularity, Facebook reels are not enjoying the same popularity. It’s Facebook Live video that dominates all other content formats on the platform, driving almost 4X more engagement compared to static video posts.
Content that works best on Twitter and blue verification status
Another interesting trend the study found is Twitter verification by brands.
Emplifi examined more than 40,000 branded accounts on Twitter and found that 4% of them were verified as of April 11, 2023, a week before Twitter began charging $8 per month for Twitter Blue status. As of June 30, the number of brands with the Twitter Blue seal of approval had doubled to 9%.
In Latam, growth ranged from 2% to just over 6%.
As for the content format that performs best on Twitter, data from Emplifi found that tweets with GIFs garnered twice as many engagements as tweets with links and 33% more than text-based status updates.
Instagram vs TikTok Which is Better?
Compared to Instagram, which has a more established audience, brands on TikTok are still seeing strong growth in their follower base.
Data from Emplifi shows that in Q2 2023, the average brand saw a five-fold increase in followers on TikTok compared to Q1, while seeing a much more modest increase of just 6% in Instagram followers.
Instagram reels vs. TikTok reels
Emplifi data shows that Instagram accounts outperformed TikTok accounts in terms of reach (65% vs. 35%), engagement (61% vs. 39%), and video views (64% vs. 36%). However, brands had a higher average engagement rate on TikTok than on Instagram (54% vs. 46%).
Diploma
It’s time for brands to take full advantage of video, and that includes everything from Instagram Reels and Facebook Live Video to content on TikTok and even GIFs on Twitter. Short videos are seeing impressive growth and brands that jump on this trend will have a huge advantage over their competitors. The full Emplifi report is now available in English.
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